Jetix rebrands to Disney XD in India

MUMBAI: Walt Disney Television International India will rebrand its Jetix/Toon Disney platform to Disney XD, a boy-focused, girl inclusive entertainment brand for kids aged 6-14 on children‘s day, 14 November, at 12 noon. The channel will premiere with Disney‘s animated comedy series Phineas and Ferb, targeted at 9-14-year-old-tweens, and Aaron Stone, an adventure series about a champion video game player.

Disney XD will also showcase Zeke & Luther, a single-camera comedy about two best friends who set their sights on becoming world famous skateboarders.

Said Walt Disney Television International India VP and GM Natasha Malhotra, "Disney XD will feature characters and stories in a wide range of formats - animation, live action, movies and sports - focusing on the core value of accomplishment, in line with the aspirations of tweens today."

Also debuting on the same day is the online destination, Disney XD.in which will feature regular updates, interactive games, cyber zone with videos, information and downloadable content about all Disney XD channel shows.

Averred Malhotra, "Disney XD.in is a unique opportunity for us to not only provide additional content to our existing Jetix fans but also attract a whole new audience through its fun, interactive and boys focused, girl inclusive content."

Walt Disney Television International India has already kick-started its marketing and promotional activities ahead of the launch of the rebranded channel.

Apart from promoting the property across its own network channels, Walt Disney Television International India will also run promotional campaigns across other GECs, music channels and movie channels.

Said Walt Disney Television International India associate director - marketing Venugopal Iyengar, "We already hve an established viewership in the Hindi speaking market (HSM). Thus, our promotional thrust will be more towards the southern market."

As part of its television campaign, the company has booked approximately 2,500-3,000 spots outside its network across various south regional channels that include Telugu, Kannada and Tamil.

"We will be running the promotional activity on channels such as Raj TV, Kalaignar TV, ETV Telugu and Maa TV," Iyengar explained.

As a reminder medium, Disney XD will be utilised out-of-home and experiential media to convey the new brand experience.

"Out-of-home will be used as a reminder medium majorly across metros. We will also be present in select malls and multiplexes to demonstrate the brand taste," he elaborated.

Internet will also be exploited extensively to spread brand awareness.